Oris CEO sees the rise of microbrands as good for the industry
Oris CEO Rolf Studer believes that the recent rise in popularity of independent microbrands benefits the whole industry, including his own brand.
Speaking to Watch Insider as part of a forthcoming in-depth interview, Studer believes that Oris’ more laid back and fun attitude has paved the way for microbrands to express themselves, which raises the tide for everyone.
He said that microbrands’ quirkiness and alternative approach is “good for us because it drives the industry in the direction that it should go.
“A watch is an object that you don’t need, but want, and if it doesn’t cheer you up then what is it good for?” Studer continued. “The more that people are aware of that, the better.
“I welcome, and also like, these independent brands that we see and I like many of the things they do. In the UK, you have some fantastic brands that really have gone from being very niche to being now a bit more mainstream. I think that only helps the industry.”
While crediting the rise of the independents, he did point out that Oris has years of relationships with long-established retail partners, which can’t be replicated overnight.
“What these brands often don’t have, because they are usually direct-to-consumer, is the distribution we have. Everyone has his own position and there is room for everyone and I think that’s quite special about our industry,” he concluded.
The full interview will be published in the August 2026 edition of Watch Insider.
